Presentation of Google (Ian Carrington) during Mobile Convention Amsterdam.

1. It’s not to late
to be early:
The Mobile (R)evolution
Ian Carrington
Director Mobile Advertising, NACE
Google Confidential and Proprietary

2. Google Confidential and Proprietary

3. Change is cyclical…and happening quicker
iPhone Internet TV Radio
50
45
40
Number of Users (Million)
35
30
25
20
15
10
5
0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38
Years
Google Confidential and Proprietary
Source: econsultancy.com 2009

4. 2012:
Smartphone sales overtake
PC sales
Source: Morgan Stanley Nov, 2010

5. 32%
number of NL mobile subscribers with a
smart phone
Google Confidential and Proprietary
Source: strategy analytics Oct 2010

6. Global Smartphone penetration rates: Q4 2010
Europe Asia
36% 30% 25% 1% 3%
25% 20%
Americas
45%
28%
JAPAC
22% 5% 27%
Google Confidential and Proprietary 6
Source: Strategy Analytics

7. Global Smartphone penetration rates: 2015
Europe Asia
77% 61% 60% 6% 10%
55% 52%
Americas
79%
62%
JAPAC
Source: Strategy Analytics
52% 35% 55%
Google Confidential and Proprietary 7

8. 64%
number of NL mobile subscribers with a smart phone in 2015
Google Confidential and Proprietary
Source: strategy analytics Oct 2010

9. Is your business not keeping
up with demand
Google Confidential and Proprietary 9

10. How are people using their Mobile Phones?
In Europe:
70% Japan United States Europe • 26% Browse the web
•
60% • 25% Use Applications
50%
• 19% Use Email
• 7% M-Banking
40%
• 6% watch Video
30% • 4% Purchase online
20%
10%
0%
Browser Applications Email Online Retail Accessed Watched
Bank video
Accounts Confidential and Proprietary
Google 10
Source: ComScore Press Realease Oct 2010

11. Life Critical
…Mobiles have developed beyond
6,0 Bn
just a form of communication. Commerce
5,0 Bn
Global Mobile Subscriptions
4,0 Bn
Entertainment
3,0 Bn
2,0 Bn Communication
1,0 Bn
0,0 Bn
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
1G 2G 3G 4G
Google Confidential and Proprietary
Analog 1 Mbit/s 14 Mbit/s 100 Mbit/s

12. 40%
of all tweets
are mobile
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13. 125 Years of Angry Birds is played...
...every day Google Confidential and Proprietary
13

15. 40%
of Google maps usage is on mobile
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16. 1+ bn
mobile internet users globally
Google Confidential and Proprietary 16

17. Mobile web
23%
of all time accessing
the web is done
through mobile
Google Confidential and Proprietary

18. M-commerce
$119 bn
by 2015
Google Confidential and Proprietary 18

19. On eBay
sale is made every
Second on Mobile
Google Confidential and Proprietary

20. 600% 19% One Third
growth in mobile of all bets made come of UK shoppers engaged in
sales since June 2010 through mobile m-commerce during Xmas

21. 50% start with a search
of mobile internet users
21
+400% YoY

22. Entertainment searches Retail searches
Mobile queries are Mobile queries are
8% 6%
compared to 3% a compared to 1% a
year ago year ago
Tech searches Travel searches
Mobile queries are Mobile queries are
10% 7%
compared to 3% a compared to 2% a
year ago year ago

23. Source: Google Internal Data

24. Augmented reality
In 2010 augmented reality is set
to generate $2m in revenue...
...by 2014 it will be
$714m
Source: Juniper research 09
2

25. 5 factors driving the growth in mobile internet usage
1.Computing Power
Memory cost
2.Clever
Transistors Devices
per chip
Time
3.Connectivity
increasing
5.Cloud
Computing
4.Costs Decreasing Google Confidential and Proprietary 25

26. Google Confidential and Proprietary 26

27. Google Confidential and Proprietary 27